The Granite Group, a leading supplier of plumbing, heating, cooling, piping, water systems, and energy products in the Northeast, has announced a new branding initiative for its retail showrooms. After almost 40 years of serving homeowners, designers, and contractors of all kinds under The Ultimate Bath Store name, effective today, The Ultimate Bath Store will now be known as Sink & Spout – Bath, Kitchen and Lighting by The Granite Group. It’s a new name that comes with a new look reflective of the growth and direction of The Granite Group’s showroom business.

“This is an exciting change and update for a part of our business that we’ve been growing and investing in greatly. Our showrooms have expanded far beyond beautiful products for bathrooms. Now we also offer a wide selection of plumbing and decorative accessories for kitchens and pantries, and we’re growing into lighting for your entire home,” said Bill Condron, The Granite Group’s CEO. “While our name is changing and our product offering is expanding, the team members that are the true stars of our showroom business remain firmly in place. For our customers, that means they can continue to count on the expertise, guidance, and passion that helped The Ultimate Bath Store grow from one showroom in Massachusetts to 15 inspiring showrooms across all six New England states.”

The Sink & Spout name and logo design were chosen for very specific reasons.

“The ‘and’ in Sink & Spout symbolizes collaboration and endless possibilities. It says we’re everything you expect AND a whole lot more. We believe the design of the logo and the descriptive tagline properly portray the bold new direction of our showrooms and their connection to The Granite Group,” said Alicia Criniti, The Granite Group’s senior vice president of marketing. “With our updated and modernized branding, we are thrilled to demonstrate that even after nearly 40 years, the best is yet to come for our showroom business.”

Sink & Spout will still be the home of Kohler’s largest inventory in New England, along with strong partnerships with dozens of trusted brands, including Rohl, Victoria + Albert, BainUltra, and Bertch. In addition, Sink & Spout will continue to curate a portfolio of smaller craftsmen and manufacturers throughout the region to help designers and homeowners create custom solutions for kitchens and baths.